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Optimizing the IQOS retail experience across third party channels - market analysis and situation assessment of the IQOS multi-tier retail network in Portugal
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This work project addresses the performance gap between PMI-operated and third party IQOS retail stores in Portugal, where NPS scores differ by 40 points. Through comprehensive analysis of retail operations and customer experience, two integrated solutions have been developed: a data-driven partner evaluation model and an enhanced digital sales tool. The partner evaluation model employs location-based metrics and customer satisfaction scores to systematically assess store performance, while the revitalized sales tool supports consistent service delivery and customer conversion. Implementation across PMI's Portuguese retail network could drive conversion of up to 9,649 smokers to IQOS, generating €2.961million in additional annual earnings.
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Retail networks Market Analysis Channel strategy Performance assessment Brand presence Multi-tier distribution